H&M is working on a new brand

No details yet. So mysterious!

Swedish fast-fashion giant H&M Hennes & Mauritz is working on a mysterious new brand and it has us asking "What?" over and over again.

The bad news? Nothing further has been revealed, other than that the new venture "will be completely different from H&M", according to CEO Karl-Johan Persson, who spoke to Bloomberg. H&M investor relations head Nils Vinge added that H&M plans to expand sister labels Cos and & Other Stories this year, but Monki and Weekday are being looked at for brand development too.

The company already has H&M, Cos, & Other Stories, Weekday, Monki and Cheap Monday under its umbrella. Each brand boasts distinct styles, which brings us to this question: what is H&M looking to offer the market next? H&M itself has home interiors and beauty under its belt – the latter of which Malaysia is going to miss out on – so we can only hope that whatever it is, we'll see it on our shores too.